The brand positioning statement is probably the most important sentence in a marketing plan. It brings focus to the development of a marketing strategy and the marketing plan and tactics supporting ...

Value propositions and positioning statements are part of marketing strategies designed to differentiate companies from their competitors. A company's value proposition describes the benefits of its ...

When a contractor is faced with a specification or language in a job plan that is contradictory to real-world applications or superfluous, he has limited options in getting a resolution. The best ...

One of the most profound statements made on the subject of positioning comes from Louis Carroll's Alice In Wonderland. When Alice asks the Cheshire Cat which path to take, he responds, "if you don't ...

Opinions expressed by Entrepreneur contributors are their own. In The Marketing Plan Handbook, author Robert W. Bly explains how you can develop big-picture marketing plans for pennies on the dollar ...

Answer: This answer is excerpted from a MarketingProfs.com article by Ford Kanzler that you can read in its entirety here. Without direction or focus, a business or organization often acts like a ...